As consumers take a more proactive approach to their health and explore a wider range of holistic health solutions, herbal supplements are having a moment. We’re seeing growing perception that herbs are safer alternatives to pharmaceuticals and heightened knowledge about specific herbs and their effects. As a result, Nutrition Business Journal projects herbal supplements, led by star ingredients like turmeric, functional mushrooms and ashwagandha, will grow between 6.1% and 6.9% over the next three years, from $14 billion this year to $17 billion in 2028.

NBJ surveys of herb and botanical supplement users reflect a maturing and increasingly sophisticated consumer base that signals robust growth potential for the category. Nearly half are newcomers who started taking herbal supplements within the past two years, and Gen Z is emerging as an important force of curious early adopters who are more willing than older generations to invest in premium products.

Nearly 60% of all herbal consumers are willing to pay more for clinically proven results, but perhaps the most significant shift is in consumer perception of herbal supplements compared to pharmaceuticals. Roughly two-thirds of all herbal supplement users believe herbs are safer than pharmaceuticals or OTC products—a significant increase since NBJ asked herbal supplement users the same question in 2023. Nearly half say they’re likely to try herbal supplements before turning to pharmaceuticals or OTC medication, a profound shift in consumer confidence and indication of growing mainstream acceptance of botanical approaches to health.

Two years ago, nearly a third of herbal supplement users had never heard of ashwagandha, NBJ surveys show. That has now dropped by nearly half to just 17%, while the percentage who are very familiar with the adaptogenic herb has doubled. Further, adventurous Gen Z consumers are starting to embrace ingredients like kava, bacopa and noni juice that barely register with older generations.

Younger generations, in particular, are barraged with information on the benefits—real and imagined—of herbal supplements on social media and podcasts. And while that’s opening their minds and pocketbooks, it’s also leaving many confused. The need for clear, consistent, science-backed education about the benefits of herbs and botanicals has never been greater. Providing consumers with facts, not flash, is key to building lasting relationships with increasingly discerning consumers.